solution selling or selling solutions ?...that is the question !

Rene C.A. Musch copyright© 2016

Solution Selling or Selling Solutions ?

That is the question !

Rene C.A. Musch copyright © 2016

Solution Selling or….Selling Solutions

2

Some say It’s the end of Solution Selling !Harvard Business Review 2012

But.... We are still selling solutions !

A new era of Insight Selling has started.


Yes. We still sell solutions but the way to sell them has been changed

You only need to know and tell the answer of 1 Question:

Why should this customer buy my solution ?



Insight Selling means:- Collect information to provide buying reasons

- Knowing how to create values for the customer (not only present but also for the future)

- Know the business as good as or better than the customer



USP’s is past tense

- They are never Unique

- Doesn’t say anything about values for the customer

- Or the customer does not seem to understand the value for him (match painpoints & future perspectives)



KVP’s and CVP’s

KVP’s : Key Value Points

The value points for the Industry (specific)

CVP’s : Customer Value Points

The value points for the Customer (specific)



KVP’s and CVP’s

KVP’s : - The Value Points that are general for the Industry

(you need to have Insight in the Industry)- If your solution does not cover these Value Points

then you are knocked out.

CVP’s : - The Value Points that are unique for the customer

(you need to have Insight about the customer)- This is the cherry on the cake -> You create value for

the customer



As a Salesperson .....

1. You need to have Insight in the industry as well as in the customer (only knowing how to demo your solution is worthless)

2. Advise the customer how to run his business better, more efficient, more profitable. So not covering only painpoints but also providing improvements.

3. Have knowledge and have a vision (thought leadership)



Selling Solutions with Insight Knowledge



1. Those who are aware of the painpoints and want to solve them. Improvements are less important.

1. Easy to use2. Faster3. Low costs

2. Those who are aware of the painpoints and want to solve these and are open for improvements (processes)

1. More efficiency2. Better reports and overview

3. Those who know their painpoints very well and are more interested in expanding and improving their business

1. ROI

Three types of customers...be prepared for them



Marketing as integrated with sales.

Spread out success stories Spread out thought leadership (Social media) Build up, maintain and expand network (live and social media)

What about Marketing ?

Marketing as supporting sales.

Website proving , acknowledge and confirm your position/vision Expressing your vision in adds or events and newsletters Social Media ; announcements, deep-insights, customer-solution

stories



The way of contacting a lead/prospect has changed > Social Media, Communities, Blogs, email, and yes the phone still works as well. It’s a matter of getting «connected» with the contactperson.

It could end up dead if the salesperson does not «connect» with the contactperson.

- Because of lack of knowledge about the business/Industry

- No indept insight of the customer (doesn’t know what is going on)

- Cannot express a vision (what’s the future of the Industry)

- Does not have a network in the industry (referrals are very important)

Is cold calling dead ?



1. Get indept insights of the industry: know who is leading (top 10) and why are they leading (what do they do better then others). So know the paintpoints, improvements, opportunities, future.

2. Know about your competitors; what are your differentiators, SWOT3. Get involved in networks (Social media and business networks)4. Write articles, success stories, Business cases and make them noticed

by the Industry -> Thought leadership5. Visit potential customers just to get connected (coffee drinks) and talk

about the business (do not focus on your solution that is not the time for now-> get connected first). This is called canvassing (old school but still works). If you have a good reputation in the Industry it is easier to get these visits

6. Provide free advise and you will get business back

Keep in mind these 6 rules and use them



The answer is ...
